For two days, Prague is transforming into a vibrant hub of global tourism. On 20 and 21 April, it is hosting the largest incoming tourism event in Czechia — Czechia Travel Trade Day 2026, organised annually by the Czech Tourist Authority — CzechTourism, this year in cooperation with Prague City Tourism and regional tourism organisations. The capital once again confirms its role as the gateway to Czechia and as a hub for new opportunities in international tourism cooperation.
TTD as a key platform for business and inspiration
Czechia Travel Trade Day (TTD) is one of the most important events promoting inbound tourism. CzechTourism organises it in cooperation with partners from among representatives of regions, cities, destination management organisations and other stakeholders in the sector.
The two-day programme is built around pre-arranged business meetings, where international tour operators and travel agencies meet Czech tourism entrepreneurs. The event opens up opportunities for specific partnerships whilst also showcasing a diverse range of tourist attractions across the country’s regions. An integral part of the programme is familiarisation trips, which this year, alongside Prague, highlight the tourism potential of Central Bohemia, the Liberec, Olomouc, Pardubice and Pilsen Regions, as well as the Vysočina Region.
“Czechia Travel Trade Day is a key event that connects Czech businesses with international partners and opens up new opportunities for the development of inbound tourism. Tourism is by no means a marginal sector; in Czechia alone it generates hundreds of billions of Czech crowns annually, supports hundreds of thousands of jobs, and events like this bring tangible business and revenue to regions across the country, even though Prague remains our main gateway,” says Deputy Minister for Regional Development Filip Endal.
Dozens of countries, hundreds of professionals
This year, dozens of buyers, tour operators and travel agency representatives from more than twenty countries have come to the capital, alongside hundreds of Czech professionals. There are also around twenty international journalists from across Europe and further afield.
“During the familiarisation trips, our international guests visited several regions, getting to see historic landmarks, traditional crafts and contemporary tourism products. They established important business contacts and saw first-hand that Czechia has a great deal to offer — it is easily accessible and allows visitors to combine multiple experiences within a single day,” says František Reismüller, Director of the Czech Tourist Authority — CzechTourism, adding:
“Thanks to this experience, they are then much better able to encourage their clients to visit. TTD also confirms that face-to-face meetings and first-hand experience play an irreplaceable role in promoting tourism. This year’s concept, with familiarisation trips taking place across the country, also significantly supports the spread of tourism into the regions.”
In preparing this year’s programme, CzechTourism worked with regional tourism organisations and Prague City Tourism, which organises some of the activities in the capital.
“As part of this year’s TTD, we are presenting Prague, among other things, through guided walks that take international journalists and partners along new routes inspired by Dan Brown’s book, extending beyond the historic centre, such as to the Folimanka bunker. At the same time, we want to show how tourism in Prague has evolved, including the changing visitor profile we are targeting through our campaigns and innovative products such as the multifunctional Prague Visitor Pass. We are seeing a trend toward demand for higher-quality services, luxury hotels and increased visitor spending,” says Michal Drobik, Commercial Director at Prague City Tourism.
What’s new this year
The location of TTD changes each year so that international guests can experience Czechia in all its diversity. In previous years, the event has taken place in Hradec Králové, Brno, Karlovy Vary, České Budějovice, Liberec, Pilsen, Olomouc and Ostrava.
“We designed this year’s programme to be as practical as possible and to deliver maximum value in terms of contacts and tangible results. We have also introduced several new features — business meetings with international tour operators and directors of our foreign offices now take place on both days of the event. Product managers from CzechTourism are also involved, presenting specific tourism products. The first day includes a panel discussion on current topics, while the second day offers a presentation of Czechia as a destination. We are thus expanding networking opportunities and introducing new formats that provide inspiration and a broader perspective on the future development of tourism in Czechia,” explains Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation.
The programme also includes a gala evening at Slovanský dům, providing an opportunity for informal networking and the further development of business relationships.
Czechia as a destination with much to offer
Czechia Travel Trade Day consistently demonstrates that Czechia is an attractive and competitive tourism destination. It connects the domestic tourism sector with the global market, supports business in the industry and creates new opportunities for the further development of inbound tourism.
